Minimalist shoes ToBe worn
Mike Wilson and Tim Brown had always wanted their own business with simple, minimalist design at the core of what they do. Their first thought of developing a clothing line soon morphed into minimalist sneakers - ‘ToBe’.
Mike Wilson and Tim Brown had always wanted their own business with simple, minimalist design at the core of what they do. Feeling like the world was full of complicated production line companies that are disconnected from the end user, Mike and Tim wanted their story weaved through their business with New Zealand materials and minimalist design. Their first thought of developing a clothing line soon morphed into minimalist sneakers - ‘ToBe’.
Their first range of lifestyle shoes launched in 2009 with a number of street fashion stores stocking their brand. “Our approach needed to balance ‘just getting going’ with a sustainable business model where we work hard to make sure every dollar was efficiently spent and minimising overheads” says Mike. “In a perfect world, we’d get samples made, take orders from stores, and then place an order with the factory. But, that is a slow and risky process. Instead we focussed on getting iconic stores like Good as Gold in Wellington and in Auckland excited about the product and negotiated with the factory for a much smaller production order”.
After producing four ranges of minimalist sneakers using canvas, New Zealand leather from Tasman Tannery in Wanganui, and New Zealand merino from Destex in Auckland, ToBe wanted a stronger point of difference and unique offering. “People loved the New Zealand materials and minimalist design, but we were operating in an over-saturated sneaker and lifestyle shoe market. We needed a better plan.” says Mike.
With a quickly expanding minimalist, running shoe market, and increasing information about the health benefits of exercising – ToBe saw an opportunity to produce a minimalist running shoe, made from natural New Zealand materials. “We have started working with AgResearch on some possible material options” says Mike. “Right from the beginning they have been very supportive, and we have been really pleased with the ideas, prototypes and results we have seen so far. We’re at an exciting time of the development, and we’re currently experimenting and testing a few possibilities with Merino wool. We hope to make quick progress from here.”
ToBe has worked with Grow Wellington since 2011. “Grow Wellington has played a pivotal role in ToBe's development, especially over the past 12 months. Their expertise, advice and honest opinions have been crucial. The staff take the time to critically assess our ideas and plans, and provide well considered advice. We only wish we could have them as part of the team full time!” says Mike. “Grow Wellington has connected us with key people and advisors and helped us with market analysis concepts. They connected us with TechNZ funding for a feasibility study, project funding and hiring project interns through the Ministry of Business, Innovation and Employment (previously MSI). In summary... they were excellent at asking questions in areas that we hadn't thought of”.
Mike and Tim have learnt a lot throughout this process “You need to be as realistic as possible, and seek good advice on whether or not your plan makes sense. If you’re ready to start your business then you probably have a lot of emotional attachment and energy in the product or service. This is important, but you also need to make very sure the plan has a chance to succeed” says Mike. “When we have had a solid plan of attack we have seen good results”.
ToBe is working on breaking into overseas markets with their minimalist running and lifestyle shoes, and have just released a merino wool range, collaborating with Wellington retailer Good as Gold. “We have our next range of lifestyle shoes in the pipelines now, and have been working hard on our minimalist running shoe development” Says Mike. “We’re also looking for key partners in international markets that are a good fit for ToBe. It’s all on!”